The Importance of Effective Event Production

While some brands may have their own in-house event planning and production teams, many UK brands choose to outsource event production services like event design, management, audio-visual, and lighting to specialist event production companies. But what does proper event production actually entail? We believe that effective event production is best explained through analysis of real-life examples, so let’s take a look at a few of Untitled Project’s past work and their results to get a better idea of what’s involved.

In 2018, Uber secured an exclusive partnership with the Laneway music festival. In what was Uber’s largest event at the time, the Laneway festival was an opportunity for Uber to showcase their brand in front of thousands of target consumers while simultaneously piloting a concept that, if successful, was to be implemented across regional events and festivals. Working together with Uber’s creative team, our collective vision was to roll out an on-the-ground experience that would establish Uber’s presence and, more importantly, add value to festivalgoers’ overall experience. This was achieved through the conceptualisation, design, and construction of the Uber Eats Village and the Uber Rides Lounge.

The Uber Eats Village was a branded space featuring 14 different outlets serving up a huge range of delicious snacks and meals. Festival goers could order and pay for their food through the Uber Eats app and once their orders were ready, they would be picked up by one of the 80 Uber ambassadors hired and trained by Untitled Project. The Uber ambassadors then delivered customers’ orders to the branded pick-up points selected in their orders — eliminating the age-old problem of food queues at festivals. To tackle transportation issues typically faced by festival organisers, the Uber Lounge was built right outside the festival grounds and served as a comfortable lounge where festivalgoers could wait for their rides.

The activation was regarded as a huge success, with 20% of all food sales at Laneway managed through the Uber app and 27% of all festivalgoers using the Uber Lounge to leave the festival. Along with the increased business generated by the Laneway festival, Uber also benefited from mass media coverage, with the activation being featured in major publications and receiving over 7.4 million impressions.

Other noteworthy examples of event production services can be found in Untitled Project’s past work for brands like Airbnb and Heineken. To help ensure that these events were a success and well received by attendees, Untitled Project was commissioned to handle various event related tasks; from projection mapping different interiors in a room for a local design event, to full-scale R&D, design and construction of 2.5-metre tall party droids entertaining partygoers across 10 different countries.

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